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M:Metrics: iPhone popularity has legs Bernard Cole Seattle, Wash. – According to the M:Metrics mobile media market research firm, its surveys of the mobile market indicate that the iPhone “has the legs” and endurance to become the most popular mobile devices for accessing news and information on the mobile Web. The firm reports that in January alone this year, 85 percent of iPhone users used it for accessing news and information. "The iPhone has certainly delivered on its hype," said Mark Donovan, senior analyst, M:Metrics. "Beyond a doubt, this device is compelling consumers to interact with the mobile Web, delivering off-the-charts usage from everything to text messaging to mobile video." M:Metrics found that 30.9 percent of iPhone owners watched mobile TV or video, versus a 4.6 market average, and more than double the rate for all smartphone users. Usage of social networking is also popular among iPhone users: 49.7 percent accessed a social networking site in January, nearly twelve times the market average. Twenty percent of iPhone owners accessed Facebook, one of the first Web properties to customize its content for the iPhone, versus 1.5 percent of the total mobile market. "This data indicate that the iPhone's widgets are an effective means to drive mobile content consumption," observed Donovan. "Two featured widgets, YouTube and Google Maps, are extremely popular among iPhone users: 30.4 percent accessed YouTube and 36 percent used Google Maps. In comparison, only one percent of all mobile subscribers accessed YouTube and 2.6 percent checked out Google Maps." M:Metrics also reports that is music playing capability is proving as popular as on its progenitor, the iPod with 74.1 percent of iPhone owners listening to mobile music in January, compared to 6.7 percent of the total mobile audience. Eighty four percent of iPhone owners who use an MP3 player use an iPod. Demographically, M:Metrics said, the usage of the iPhone is similar to that of other smartphones: more likely to be male, aged 25-34, earn more than $100,000 and have a college degree, than the average mobile subscriber. "In addition to the attributes of the device itself,” said Donovan,” another important factor to consider is the fact that all iPhones on AT&T are attached to an unlimited data plan. “Our data shows that once the fear of surprise data charges is eliminated, mobile content consumption increases dramatically, regardless of device." To learn more, go to www.mmetrics.com. For more information about topics, issues and technologies mentioned in this story go to the flashing icon in the upper left corner on any page or go to the iAppliance Web Views page and call up the associatively-linked Java/XML-based Web map of the iApplianceWeb site. |
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